A recent report has revealed that leading online casino and gaming operator Mr Green enjoyed its most profitable year ever in 2017. According to an announcement released earlier this month, the Swedish company declared full year 2017 gaming revenues of SEK1.192bn. When compared to its 2016 full year total of SEK924.5m, this equates to a whopping 28.9% year-on-year rise.
Put through the EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortisation) filter, this represents a massive 103% rise from SEK91.4m in 2016 to SEK185.6m the following full year. Impressive stuff. So the key question here is: what has Mr Green done to enjoy such phenomenal growth?
Here’s what Per Norman, Group Chief Executive of parent company Mr Green & Co, had to say about the online casino and gaming operator’s whirlwind year:
"2017 was Mr Green’s most successful year ever. We delivered on our strategy, Mr Green 2.0, our product offering is better than ever and we expanded geographically. At the same time, we implemented a unique, industry leading tool for Green Gaming. 2017 was a positive year for us."
Let’s break this down:
So what of the future for Mr Green? Is 2018 likely to be as successful as 2017?
Considering the outlook for 2018, Per Norman stated:
"During 2018… we will continue to develop our offering and enhance the efficiency of our customer communication. Mr Green celebrates its tenth anniversary this year and it will be another exciting year in the company’s history."
Reading between the lines, Mr Green’s key drivers will likely be continued improvement of digital marketing, new product launches and the entry into Denmark. Recent acquisitions (it acquired Evoke Gaming for €7m in December), as well as some possible new additions, are likely to have an impact too.
While all of these aspects are likely to be important, it's arguably the ‘new product’ element that will be observed most keenly. The reason for this is that the key new product in Mr Green's arsenal is an exciting new 3D virtual live casino platform that's been developed in conjunction with leading digital gaming systems supplier, NetEnt.
This new live experience, called Live Beyond Live, uses blue screen technology to merge digital 3D backgrounds with live dealers to create an absorbing real-life casino experience. Mr Green Ltd CEO Jesper Karrbrink explained the concept further:
“We had a vision of being more entertaining. We want to be the most entertaining casino out there. We all know that the live casino is growing like crazy, it is where the people want to be and we want to take that further so we came up with this idea, Live Beyond Live.”
Live Beyond Live features moving background assets, additional angles, improved audio quality and real-time ‘moment of excitement’ notifications from other tables to generate a virtual environment that’s as close to real life as possible.
All of this is (currently) set in one of gentleman gambler Mr Green’s houses – a penthouse in Los Angeles, no less – but Karrbrink hopes this will be expanded in the future.
“Who knows, in future we could perhaps play on his yacht in the Mediterranean, in his castle in Scotland...”
The fact that this product will be branded by and exclusive to Mr Green Casino for the first 12 months is a really big deal. After all, exclusive products are great for attracting and retaining customers, something every company that wants to enjoy continued growth needs to do well.
Currently, Live Beyond Live is available on mobile devices only (a reflection on the growth of smartphone and tablet-based play). A desktop version will be launched soon, so watch this space.
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